Omnichannel marketing
The main goal of Marketing 4.0 is to generate confidence and user loyalty by implementing strategies that will allow businesses to interacted with customers omnicically, that is, through all their available communication channels at any time and anywhere.
In this new paradigm, we assume, therefore, the integration of the immediacy and intimacy of online applications with the capacity to differentiate offline means, leading to the design of 360 strategies by companies, with the client placed at the centre of all their actions (Mindful Marketing).
The main difference between omnichannel and multicanal marketing is that, as well as with different communication interfaces, they are perfectly synchronized and have more custom connections with each user with the aim of providing them with an integrated, transparent and consistent experience.
To link all tools and technologies that companies use to relate with their customers, it’s vital that information collection and dumping be bidirectional: all client data should be stored at CRM and at the same time be available to conduct new actions with each user.
Thus, while a conversation will be initiated through a concrete channel, it can be followed in different channels without its effectiveness being affected. The omnichannel marketing allows us to step forward with our client service and with our organisations’ Digital Transformation.
Mobile First
With the passing of time, the tendency to conduct any kind of mobile action is being put into place in our society. A new concept called Mobile First has come up with changing the traditional methods of web creation.
Until the emergence of this concept, designers focused on web creation adapted to large desktop screens and then optimized them on devices such as tablets and mobile. However, since Google announced in 2016 that more searches have been registered through mobile rather than desktop browsers, special interest has been put in mobile design and optimization of positioning strategies in search engines for these devices.
The benefits of this conceptual change include: new websites adapted to mobile size and a reduction of content by highlighting only the relevant sections, that is, an optimized web with only the essential content.
On the other hand, as a result of the change of Google’s search algorithm, aimed at improving the usability of web searches from mobile devices, issues such as:
– Accessibility
– Relevant information within a local area
– Fast loading process
– Linkages that are easily visible
– Responsive content.
Voiceover search
Voice searches have increased greatly in recent years but, however, companies have still been unable to get their SEO strategies into place for this tool.
To achieve this, companies have to create content using semantic phrases rather than traditional keywords. The search terms “long tail,” achieve less competition and, in turn, a greater CTR (Click Through Rate).
Currently, there are portals or devices that are used by voice searches, such as Google Home, Amazon Echo and Apple Homepod Smart Speakers. According to recent studies, about half a million households in Spain have an intelligent speaker, but their main drawback in terms of marketing and sales is the fact that searches undertaken on these devices are non-transactional but have a particular function, such as information about events or time, inserting a postal address or planning an alarm, among many others.
That’s where a great opportunity for companies to create branded content (brand content) that contributes added value to the user, as Alexa’s skills have already been put into Amazon’s devices, while performing speaker functions to play content and operations centre with Artificial Intelligence, enabling customization of searches by all users.
To sum up, while these have been technologies and technologies that have been put into operation some years ago, they have still been put into place because so far few companies have decided to invest in R & D & I and to implement them in their daily activity to lead the Digital Transformation required by today’s market.
Fortunately, reference brands such as Google, Amazon or Apple are among others betting on these innovations, placing themselves at the digital forefront and inspiring other corporations to introduce these technologies into their day to day with a view to optimizing their operations management.
That’s just a part of the tools that come up with a strong foot for next year and that from CREACTIVITAT we’ll put into place for our customers. If you want to get to know more, at the next entry we will complete the list of Digital Marketing trends by 2020. Keep an eye on our blog!
Óscar González and Oscar Calamita Marketing Department